Direct Marketing Manager - London

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1 The Royal British Legion Shoulder to shoulder with all who Serve Direct Marketing Manager - London Fundraising Division Application Pack

2 TH ROYAL BRITISH LGION JOB DSCRIPTION POSITION: RSPONSIBL TO: STAFF RPORTING: Direct Marketing Manager Head of Individual Giving Campaign Managers x 3 (Donor Development, In Memoriam, Regular Giving) Direct Marketing Co-ordinators x 2, ROL PURPOS To be responsible for development and delivery of The Royal British Legion s direct marketing programme to include supporter acquisition, supporter development and in memoriam. To assist the Head of Individual Giving to develop the overall strategy for Individual Giving throughout fundraising. KY RSPONSIBILITIS To be responsible for developing the direct marketing strategy To assist the Head of Individual Giving and incumbent direct marketing agency, with the development of the direct marketing strategy; To be responsible for income of circa 15m and expenditure of circa 7m; To ensure KPI and ROI metrics are accurately reported on a quarterly basis. To develop and manage the charity's direct marketing campaigns and corresponding events. To devise and implement a multi channel direct marketing strategy to meet challenging income targets and deliver organisational objectives, including donor development, donor acquisition and in memoriam. manage multi-channel marketing and communication plans to include a variety of channels including direct mail, telephone, e-marketing, inserts, door drop, press advertising, door to door and DRTV as appropriate To create a holistic supporter retention and development plan for individual supporters, seeking to maximise all opportunities from them and dovetailing closely with the overall fundraising communications plan. Be responsible for TRBL s high profile remembrance campaigns including the associated mass-attended, high profile national and regional events at the Fields of Remembrance at Westminster, Wootton Bassett, Cardiff, Gateshead and other sites around the UK and overseas as appropriate. Overseeing responsibility for all DM campaigns, including budgets, scheduling, creative briefing, media briefing and approval of media plans, data briefing, signing off copy, artwork and print proofs.

3 Overseeing reporting and analysis on campaign performance and monitoring against past performance and planned expectations. Develop and manage budgets and maintain expenditure control of projects. To be responsible for developing the direct marketing budget with circa 15m income and 7m expenditure for core cash and regular giving donor development, core cash and regular giving donor acquisition and in memoriam. To work with Campaign Managers to ensure that projects deliver forecasted income and are produced within budget. To report on a monthly basis to Finance any deviances from budgeted income and revenue. Develop the quality of data held and maximise giving from existing supporters and recruit new supporters to the Legion Understand the profile of TRBL s supporter base and manage the acquisition of new supporters. Demonstrate a strong understanding of data complexities and work with internal and external stakeholders when necessary to resolve issues. Investigate new fundraising opportunities both with our existing audiences and new potential audiences Work with relevant suppliers to procure data to reach new audiences through door drops, cold mail, inserts, online and any other relevant media. Own the relationship with the data buying and analytics supplier and work closely with them to develop in-depth insights into the database. Work with the Head of Data Insight and Development to ensure data and reporting is accurate. Procure and manage external suppliers for The Royal British Legion Be the main point of contact for the procurement of all direct marketing contracts. Including scoping of requirements, evaluating tenders, finalising contracts, conducting quarterly reviews and being the on-going day to day contact with the supplier. Take overall responsibility for managing and developing on-going relationships of all DM suppliers, ensuring service levels are monitored and met, and value for money and maximum impact achieved. Manage in memoriam programme Oversee the in memoriam programme and provide strategic support and guidance to the relevant Campaign Manager. Manage the relationship with external suppliers who are responsible for hosting the Tribute website. Be responsible for ensuring all copy and images are accurate and drive traffic to the website. Be responsible for ensuring the team provide the appropriate level of care to supporters, many of whom are related to deceased servicemen Be responsible for ensuring the team manage high profile events like the Fields of Remembrance and Run2Remember and overseeing the recruitment of 100+ volunteers for support. Work closely with the NMA to manage the Never Forget memorial at the NMA. Oversee the budgeting and communications plan for the in memoriam programme.

4 Be responsible for response handling and supporter care requirements of direct marketing campaigns nsure Campaign Managers and Co-ordinators provide all required information and documentation to the Supporter Care Manager enabling clear briefing of the external fulfilment agency and all associated fulfilment administration. Work closely with the Supporter Care Manager to ensure that all associated DM administration including enquirers, complaint handling, batching of monies, thanking, database updates and management of the Knowledge Base meets the agreed level of service. Manage the Direct Marketing Team ffectively lead, manage, coach and motivate the direct marketing team, ensuring each team member is enabled to make an effective contribution. Continually drive efficiency and innovation to deliver plans, and support of wider organisational goals. Lead the team in the development of annual operating plans and budgets, working with key stakeholders to ensure they are integrated to meet departmental strategic objectives. Be accountable for the management and monitoring of the team s income, expenditure and KPIs; including monthly reporting and reforecasting as necessary. Develop and implement new systems and procedures to increase transparency and efficiencies where appropriate. To provide management, training and support to the DM team including one to ones, annual appraisals and all staff management. To provide management, training and support to volunteers as appropriate. General Aspects Liaise with the Charity s Directors, senior staff and volunteers where appropriate, to ensure support for fundraising appeals, including occasional travel to locations around the country. Report and present results and finding to professional, volunteer and supporter audiences. Act as TRBL spokesperson and to give media interviews where appropriate Any other duties as are within the scope, spirit and purpose of the job, the title of the post and its grading as requested by the line manager or Head of Department/Division. Note: This job description reflects the present requirements of the post. As duties and responsibilities change and develop the job description will be reviewed and be subject to amendment in consultation with the post-holder. GNRAL 1. To implement the qual Opportunities Policy into your daily activities. 2. To be responsible for your own health and safety and that of your colleagues, in accordance with the Health & Safety at Work Act (1974) and relevant C Directives, including reporting any health and safety hazard immediately you become aware of it. 3. To work in accordance with the Data Protection Act (1998) and to ensure all new systems are reported to the Data Protection Officer.

5 4. To maintain confidentiality of information relating to clients, staff and other users of the services of TRBL, in accordance with the TRBL Confidentiality Undertaking and the Data Protection Act Prime external contacts Internal Liaisons with: Direct marketing agency, response handling agency, list buying and data analytics agency, telephone agency, digital agency, print agency Head of Individual Giving, DM team, l=legacy team, Prize-led Fundraising team, Finance division, Corporate team, Special vents team, Poppy Appeal team, Community Fundraising team, Operations division, Marketing division and Membership division.

6 TH ROYAL BRITISH LGION PRSON SPCIFICATION CRITRIA Good standard of general education, to GCS level or equivalent SSNTIAL/ DSIRABL HOW TO B MASURD Application/ Interview/Assessme nt/certificate Application Marketing qualification CIM or IDM D Application/Certificate KNOWLDG AND XPRINC Significant recent experience of devising, implementing and managing multi million pound budgets Significant direct marketing technical experience and skills including overseeing creative, print, / Assessment production, media buying, list buying, telemarketing Proven experience of providing strategic direction D and leadership across a number of specialist fundraising areas including at least 2 of the following direct marketing, in memoriam fundraising, digital fundraising, events and supporter care Proven experience of devising marketing strategies and then creating and implementing operational plans, specifically to follow multiple income and expenditure streams Demonstrable experience of leading, managing, motivating and inspiring a team with a focus on delivering performance excellence. Demonstrable experience of procuring, managing and motivating key suppliers ensuring they deliver excellent value Proven experience and evidence of dealing with the media, including assessing all marketing opportunities and paying special attention to any reputational risk associated with communications xperience of planning and managing high profile D national events Proven experience of devising and monitoring relevant performance indicators for fundraising campaigns, including response and attrition rates and using this insight to inform future plans Report writing skills Assessment/Interview SPCIALIST KNOWLDG IT literate (MS Office, web-based systems & inhour Interview/Assessment databases) and ability to identify people s information needs. Demonstrable knowledge in working with databases e.g CAR

7 Demonstrable technical print knowledge COMPTNCIS ffective Communications (Level 2) Interview Relationship Building (Level 2) Interview Results Focus (Level 2) Interview Leadership & Management (Level 2) Interview Planning and Organising (Level 2) Interview INFORMATION ON TRMS AND CONDITIONS Direct Marketing Manager - London

8 Basic Annual Salary: 40,000-42,000 per annum plus 4,452 London Weighting Contract Terms: Permanent Annual Leave: 22 days per annum plus bank holidays Hours to be worked: 35 hours per week Location: London 6 month probationary period mployment subject to: Satisfactory medical clearance Satisfactory employment references that cover the last 3 years Benefits mployee Assistance Helpline Life Assurance Voluntary Benefits Childcare Vouchers Group Pension Plan

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